Ad Exchange
An Ad Exchange is a digital marketplace that enables the automated buying and selling of online advertising inventory, such as display ads, video ads, and mobile ads, in real-time through programmatic advertising. It connects advertisers (buyers) and publishers (sellers) using real-time bidding (RTB) technology to facilitate efficient and transparent transactions. This platform optimizes ad placements by matching ads to relevant audiences based on data like user behavior, demographics, and context.
Developers should learn about Ad Exchanges when working in digital advertising, ad tech, or e-commerce to build or integrate systems for programmatic ad buying, such as demand-side platforms (DSPs) or supply-side platforms (SSPs). It's essential for roles involving real-time data processing, scalable web services, and monetization strategies, as it enables targeted advertising, revenue optimization, and efficient ad delivery across websites and apps.